by Le T. Anh

Advertising planning involve a lot of factors to be considered. Who is the targeted audience and how to find them. What type of message to send to the audience and how much budget available and the allocated time frame.

By thinking from the point of the customer, you may find out what type of message to be delivered to them. What will attract his attention and catch his fancy. Make sure you know what is the expectation from customers and what is the advantages of your company when dealing with customers. The most important is how to get viewers or listener or reader’s interest till the end of advertisement. This procedure is known as message selection.

Short out the outline of picture, select lines that will really attract the customer. The message should be short enough for not boring your customer. Some advertiser think that the more you write, the better message delivered. They don’t want to miss out any information and fear about it. Finally it does not help but reduce the effectiveness of the advertisement and customers is not happy.

For example, the title of the advertisement shouldn’t be just “We Sell Clothes” which consider too precise. The human nature should be studied and the title should be some thing making people think that we met what he want. Seasonal timing can be a big factor, let say the season is summer and the area have a lot of beach around, the title can be good to be changed to “Summer Clothes for Sales” or “Get the heat off - Buy Swimwear”. The necessities to use summer summer clothes like cotton clothing is very useful if put in the body of advertisement properly. The health point of view is good point to discuss, for example the swimwear is made by synthetic material instead of cotton because cotton will cause contamination when used as swimwear. A line talking about swimwear for overweight people can get more attention.

Ads are either traffic builder or relationship builders or reputation builder. Suppose the budget involved is less, the target should be relationship builder. Because once the customers are established, they will start trusting the company and won’t switch to other companies. Some research said that it takes ten percent less resources to retain existing customers than attracting new customers. If the focus is to build brand recognition, the advertisement should be building traffic.

Whether the advertiser want quick or long lasting results is an important factor. If he want quick results, then the time limit should be levied. Such as the case of seasonal sales, the buyer is hurries to get the benefit of the offer before it is over. So in this case quick results can be expected. However the advertisement with a time limit has a disadvantage that the customer are bound to forget the product or company in a short time period and it does not make a deep impact on the minds of the customers.

Competing against rival company’s ad also contributes to a successful advertising plan. The power of the message should be compared to that of the competitors’. It doesn’t mean that the advertiser should use the same plan like his competitor, it would look like imitation and effectiveness will be decreased. But the advertisement should be planned smartly via a different and effective path, to out-do the competitor’s advertisement.

The description of the product is also very vital like suppose an advertisement is made for a restaurant, it will get customers immediately, if it is attractive. But if the advertisement is for a computer, it won’t yield immediate results, as it’s not every day that someone buys a computer. This is called analysis of the purchase cycle.

Newsletter is the best if you want a higher impact. This approach should be adopted for message delivery if the newsletter are sent to the real potential buyers. It should only be opted be after thorough analysis, no matter what the budget is. Another important point is to always hire a professional advertiser or an ad writer because not hiring one will sometimes be more expensive and results in more losses.

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